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系統識別號 U0026-2608201514163900
論文名稱(中文) 使用Facebook登入? 網路環境影響使用者使用“社群登入”之行為研究。
論文名稱(英文) Sign in with Facebook? Interaction Effect of Users Social Login in Online Environment
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 103
學期 2
出版年 104
研究生(中文) 邱俞穎
研究生(英文) Yu-Yin Chiu
學號 RA7021101
學位類別 碩士
語文別 英文
論文頁數 96頁
口試委員 指導教授-陳正忠
口試委員-高如妃
召集委員-王鈿
中文關鍵字 單一登入  社群登入  使用Facebook登入  詳盡可能性模式  使用者涉入程度  使用Facebook登入功能之資訊透明度  第三方網站之資訊品質  第三方網站之視覺設計。 
英文關鍵字 Single sign on  Social Login  Sign in via Facebook feature  Elaboration likelihood Model  Information transparency while login via social media account  Information quality of third-party website  Visual appeal of third-party website  Interaction effect  Attitude toward social login  Intention to use social login and Actual behavior. 
學科別分類
中文摘要 本實驗主要觀察如何不同的網路環境影響使用者使用“社群登入”功能,並解著重於社群登入及第三方網站之網路環境如何交互影響使用者態度、使用意向以及使用者之實際行為。以使用者對資訊隱私的顧慮作為調節變數,測試隱私顧慮對使用者的態度影響。本實驗使用模擬網站,受試者皆為Facebook用戶,問卷部分包含中英文版本。實驗網站使用四個不同內容之旅遊網站,並各自搭配兩個資訊公開數量不同的社群登入功能,要求受試者瀏覽網頁後做出登入決定。
實驗結果顯示使用者的涉入程度、第三方網站的資訊品質以及第三方網站的視覺設計對使用者對社群登入的態度有顯著影響,而隱私顧慮則會在使用者對第三方網站資訊品質對使用社群登入的態度產生負面調節的作用。然而,隱私顧慮並不影響第三方網站視覺設計對使用者社群登入的態度。最後,本實驗也證明了使用者態度對使用社群登入之意向有顯著的影響,而使用者登入意象亦正面的影響使用者的實際登入行為。
英文摘要 This experimental study focused on the main effect of different perspective of online environments, and users' attitude toward social login feature on third-party, intention to use social login, and actual behavior of login via social media account. Concern for information privacy was treated as a moderator to test change in attitude of user's privacy concern. The experiment was conducted on dummy website with respondents who are all Facebook users. Questionnaires were conducted online using both English and Chinese. The research designs by 4 different travel websites with different level of online environment and 2 different amounts of requested items on website to participate on Facebook for logging in. ANOVA and others analysis methods were employed to test the proposed model. Findings show that users' involvement, information quality and visual appeal of third-party website have significant impact on attitude toward social login, while information transparency while login via social media did not have affect on users’ attitude toward social login. Concern for information privacy negatively moderate the relationship between information quality of third-party website and information transparency while login via social media account to user's attitude toward social login. However, there is no significant moderating effect on the relationship between visual appeal of third-party website and attitude toward social login. Attitude toward social login positively influence intention to use social login. Likewise, intentions to use social login also positively influence user's actual behavior.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS V
LIST OF TABLES IX
LIST OF FIGURES I
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Social Login. 2
1.1.2 "Login with Facebook" and Users Privacy. 4
1.2 Motivation. 7
1.3 Research Objectives and Contribution. 7
1.4 Research Project and Scope of Study. 9
1.5 Research Procedure. 9
CHAPTER TWO LITERATURE REVIEW 12
2.1 Single Sign-On. 12
2.2 Privacy. 13
2.3 Elaboration Likelihood Model. 14
2.3.1 Central Route. 15
2.3.2 Peripheral Route. 16
2.4 Stand Point of Social Media. 17
2.4.1 Information Transparency. 17
2.5 Stand Point of Third-Party Website. 18
2.5.1 Information Quality. 18
2.5.2 Visual Appeal. 19
2.6 Stand Point of Users. 21
2.6.1 Involvement. 21
2.6.2 Concern for Information Privacy. 22
2.7 Predicting the Interaction Relationship toward Social Login Attitude. 24
2.8 Attitude toward Social Login. 26
2.9 Intention to Use Social Login and Actual Behavior. 27
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 28
3.1 Conceptual Model. 28
3.2 Definition of Variables. 30
3.3 Summary of Hypotheses. 30
3.4 Manipulation Check. 31
3.4.1 Manipulation Check for Information Transparency. 32
3.4.2 Manipulation Check for Information Quality of the Third-Party Website. 32
3.4.3 Manipulation Check for Visual Appeal of Third Party Website. 33
3.4.4 Manipulation Check of User Involvement. 33
3.5 Experiment Procedure. 34
3.6 Concern for Information Privacy. 35
3.7 Measures of Dependent Variables, Control Variables, and Respondents’ Personal Information. 37
3.7.1 Attitude toward Social Login. 37
3.7.2 Intention to Use. 37
3.7.3 Participating Behavior. 38
3.7.4 Facebook Intensity. 39
3.7.5 Personal Information of Respondents. 39
3.8 Sampling Plan. 40
3.9 Data Analysis Procedure. 40
3.9.1 Descriptive Statistical Analysis. 40
3.9.2 Factor Analysis. 41
3.9.3 Reliability Analysis. 41
3.9.4 Analysis of Variance (ANOVA). 41
3.9.5 Regression Analysis. 42
CHAPTER FOUR RESEARCH RESULTS AND FINDING 43
4.1 Pretest. 43
4.2 Descriptive Analysis. 46
4.2.1 Data Collection. 46
4.2.2 Characteristics of Respondents. 46
4.2.3 Descriptive Statistics. 49
4.3 Factor Analysis and Reliability Test. 54
4.4 Manipulation Check in Main Experiment. 59
4.5 Analysis of Variance (ANOVA) among Research Variable. 61
4.5.1 Information Quality of Third-Party Website and Attitude toward Social Login. 61
4.5.2 Visual Appeal of Third-Party Website and Attitude toward Social Login. 62
4.5.3 Involvement and Attitude toward Social Login. 63
4.5.4 Interaction Effect of Involvement toward Central Route and Peripheral Route. 64
4.5.5 ANOVA of Overall Respondents. 65
4.6 Regression Analysis. 66
4.6.1 Moderating Effect of Concern for Information Privacy (CFIP). 66
4.6.2 Relationship between Attitude toward Social Login to Intention to Use Social Login. 68
4.6.3 Relationship between Intention to Use Social Login to Actual behavior of Login via Social Media Account. 68
4.6.4 Control Variables. 69
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 71
5.1 Research Conclusion. 71
5.2 Research Discussion and Implications. 72
5.2.1 Theoretical Implication. 72
5.2.2 Managerial Implication. 73
5.3 Research Limitations and Suggestion for Future Studies. 74
REFERENCES 76
APPENDICES 80
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